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The Demographics of Ad Creation

Speak to Your Audience in

Their Own Words

#SMX #12B @bgTheory

The Demographics of Ad Creation

Speak to Your Audience in

Their Own Words

#SMX #12B @bgTheory

What is This?

#SMX #12B @bgTheory

Women Men• Brand

• Emotional words• How it makes them feel• Women use “her” or “amazing” when

talking about significant others• More encompassing, softer

How Genders Talk

• Object

• Action• What can be done with it• Men used possessive “my” when talking

about significant others.• Swear more / Direct

Study: http://www.wwbp.org/data.html

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Anyone WomenGreat

TerrificNeatCool

What Gender Says These Words?

Adorable

CharmingSweetLovely

Divine

https://www.diva-portal.org/smash/get/diva2:225148/FULLTEXT01.pdf

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Why Do you Buy This Car?

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Fighter jet-style interior

Hauls 7700 Lbs.

V-8 Twin Turbo 570 HP

Athletic

Finesse

"The 2017 Porsche's Cayenne doesn't just get you there. It's more than just a car. It's an experience involving all your senses and, if used correctly, your adrenal glands. It's an SUV that combines performance, style, luxury and cutting-edge technology into possibly the most functional driver's car of all time." -- Kelley Blue Book

The Men

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I can glide through the carpool procession with my headlamps held high.

It’s effortlessly at home on Rodeo Drive

panoramic sunroof blankets the entire cabin in sunshine. It’s cheerful and uplifting, so you can say goodbye to SAD –Season Affective Disorder. At night, driver and passengers are treated to a celestial wonderland – with 15 square-feet of openness - VroomGirls.com

The Women

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4 wheel driveGreat in snowAdaptive cruise control7” Control ScreenRear camera / Parking sensors / Blind spot notificationThe Porsche Cayenne is a safe haven.

The Genders Agree

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Are These Trendy? For Younger? For Seniors?

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Younger Demographic• Trendy

• Affordable• Smart looking• Stand out

• Group may not have eye insurance

Trendy, Yet Affordable Glasses

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Senior demographic• Stylish

• Look younger• No slip frames• Full vision

• Multi-lens ready

Stylish, Yet Comfortable

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Your ‘Old’ Segmented Landing Page TestsWork well with Image Ads

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Common words Female vs Male

Source: http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0073791#s2

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What’s Important by Age Range

13 to 18

• Homework• School• Tomorrow• Bored• Boyfriend

19 to 22

• Studying• Campus /

Semester• Roommate• Apartment• Classes

23 to 29

• Work• Wedding• Beer /

Wine• New job• Money• Home

30 to 55

• Daughter / Son

• Pregnant• Elections• Friends• Relax• Proud

55+

• Family• Grandkids• Prayer /

God• Wonderful• Freedom• Blessed

Topics throughout the ages: http://www.wwbp.org/data.html

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What can we do with this information?

•Target only a gender, age, or

age/gender combination

Exclude an age/gender

Create ads for each gender, age,

or combo

Increase/decrease bids by age &

gender

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Start by Examining Your Data: Too Much Unknown –Might be waste of time

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Use Audience Lists to Gain Insights

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Testing Hypothesis: Cell phone repair service:

•Men preferred:

• 100% Money Back Guarantee• Are you really better at tech than I am?

Women preferred:

Same Day Service• I’m too busy – just do it!

Female Test Results

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Tips

Check your stats. If unknowns are the vast majority of your traffic,

not worth your time.

Start with top ad groups (this can be

more work…)

Label your ads by age/gender for ease of

testing/reading data

If rolling out in many ad groups; easiest to use

campaigns for each target

Ad customizers & default values do not

apply to demographics L

What’s the Context that Matters to Your Audience?

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Brad Geddes Serious about Ads?Co-Founder, Adalysis

Twitter: @bgTheory

Read our blog: Adalysis.com/blog

Test anything: Adalysis.com

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